Your website is your most important marketing tool. It should always be a work in progress. Marketers should continually be looking for ways to improve engagement, conversion rates and the user experience.

Here are five simple steps to building a better website.

Add Calls to Action (CTA): A call to action is a button or link that you add to your website in order to let visitors know what you want them to do next. Calls to action should lead visitors to a landing page where they’re asked to fill out a form and provide contact information. Once you have their contact information, you can create and segment your database for future email marketing campaigns. Calls to action should use persuasive text, strong visuals and create a sense of urgency.

Calls to action may include:

Newsletter sign-up

Social media links-ask visitors to follow you on social media platforms

Exclusive content

Create a Blog: Blogging is a great way to build relationships and connect with your audience. According to Hubspot, organizations who blog get 76% more leads than those who don’t. Blogging also dramatically improves SEO and engenders trust.

Offer Live Chat: Live chat enables website visitors to instantly message back and forth with a representative from the organization. It’s affordable and the preferred method of communication among millennials.

Make Your Copy Scannable: No one has the time or energy to read lengthy web copy. Visitors want to skim your pages for relevant content. User headers, subheaders and bullet points to communicate clearly and succinctly.